In honor of the enduring relationship between a mother and her child, Tata Tea Gold Care, the company’s flagship brand, used technology to offer an individualized experience for customers and their moms at Kolkata’s South City Mall. Customers got a gorgeous photo taken with their mothers at the Tata Tea Gold Care booth, and in real-time, the shot was converted into a personalized, charming wish on a digital screen. In addition, this image was printed simultaneously on a teacup that was given to the customer as a Mother’s Day present. This was carried out in collaboration with the Laqshya Media Group.

Tata Tea Gold Care also revealed that more than 600 tea packs were personalized as a result of a comprehensive print, digital, and social media campaign that was inspired by entries received from all around the nation. Customers uploaded a photo and a message that best captured their relationship with their mother via the special website www.tatateagoldcare.com. A complimentary, customized pack of Tata Tea Gold Care was given to the top 650 entries that arrived first. This package was not sold for profit. It was sent straight to the homes of the customers. Customers could download a unique e-greeting from this website to send to their mothers, giving them a truly celebratory feeling.

Tata Tea Gold Care collaborated with regional influencers and radio hosts to publicize the event on their radio shows and social media platforms, to disseminate the word and promote involvement in this special activation at South City Mall.

The fully tech-enabled event, which featured photographs and meaningful words displayed on a huge LED screen to capture the attention of all mall patrons, was one of the centerpieces of the on-ground activity. Mothers became superstars as a result of this moment of acknowledgment, bringing happiness and love to the mall. To enhance the specialness of their teatime experience with their mothers, each customer also received a personalized tea cup.

An amazing initiative indeed.

Priyanka Dutta